The rhetoric of brands talking, not engaging, is not new: Jeremy Bullmore talked about brand behaviour in the 1980s. Nor is the tech that enables this behaviour new. It's been around from the beginning of the digital transformation. While neither the technology nor the rhetoric is new, the maturation of both — plus a heavy dose of marketing ennui — has brought us to a tipping point. We are definitely in the Age of the Connected Customer, a time when brands have fully embraced the fact that they don't create themselves. Customers have significant impact on how brands are built, and brands cannot abstain from ongoing engagement. Realizing this is one thing. Adapting to it requires a shift in thinking and, ultimately, behaviour that hasn't happened yet. Walking this path means that brands stop asserting beliefs and start demonstrating value.